25th october- 24th december 2021 new zealand

25th October- 24th December 2021New Zealand

CHRISTMAS 20212

Contents3 Letter from Amy

4 About Our Campaign

6 Media Overview

7 PR

8 Events

13 Michael Hill Connected

14 Campaign Timeline

15 Catalogue

16 Packaging

17 Gift with Purchase- December

18 POS Instructions- November

19 POS 1st Gen Stores Checklist

20 POS 1st Gen Stores

22 POS Beige Store Checklist

21 POS Beige Stores

25 POS Glass Stores Checklist

26 POS Glass Stores

28 POS Table Stores Checklist

29 POS Table Stores

31 In-Store Tickets

32 November/December Key Volume Lines

42 POS Instructions- Black Friday

43 Black Friday POS

44 Colouring in Cards

45 Team Member Checklist

46 Store Event Guide

PROMO PACK 3

Amy ScznicerChief Retail Officer

Letter from Amy

Hi team,

Can you believe it is that wonderful time of the year already? Our Christmas launch campaign is here, and we could not be more excited about the messaging we have, the product we are sending you and the beauty that will be brought to the lives of our customers.

We are taking a step back in time with this campaign and embracing all the meaning behind gift giving – through the eyes of a child. Our beautiful television campaign captures the emotion and pure joy that Christmas brings, and I have no doubt you will love it as much as we do.

Our tag line “Make Their Christmas” captures the giving nature of what we are all about. We have ‘surprise and delight’ moments planned for our valued Brilliance Loyalty Members, along with a stunning range of new product to make our stores truly sparkle.

Let’s embrace every moment, ensure our customers feel the joy that this time of the year brings, and enjoy being together as a team. It’s been quite a year so far, but we have so much to be grateful for in being part of this fantastic company.

Enjoy the ride that is NOVEMBER! Good luck hitting targets, and don’t forget to stop and breathe when those BIG days come to a close.

Amy

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About Our CampaignMake their Christmas

25 October – 24 December, 2021

For our Christmas 2021 campaign, we are reigniting the joy of giving by showing it through the lens of children, to whom the hand-made gift is the most meaningful of all. The care and time they put into their gifts echoes the craft and love that goes into making Michael Hill jewellery.

Because with a gift that shows thoughtfulness and care, we can:

1. Campaign Overview

As we come towards the end of another challenging year, the festive season is a welcome time of joy, love, and celebration with loved ones.

The most meaningful gift is one that comes with thought, effort, time, love. Its ability to create a true moment of human connection is what makes jewellery the ultimate present.

The touching moments of giving shown in our TVC film are echoed across touchpoints including store VM, social media, and our website.

A stunning 32-page gift guide for November inspiring people to find the perfect, thoughtful gift for everyone on their list, and this is followed by an 8-page gift guide in December. We also have some special, surprise and delight moments for our valued Michael Hill Brilliance members as we come into the festive season; including a beautifully designed, Exclusive Guide delivered direct to the mailboxes of select members, showcasing some of our most exceptional product. There will also be store events for members to explore our new-in Christmas range and find the perfect gifts with the help of our expert teams.

PROMO PACK 5

About Our Campaign2. Product

We have some truly beautiful jewellery this festive season, from new arrivals and exclusive pieces to timeless favourites. These stunning pieces are sure to bring joy and sparkle for our customers this Christmas, whether treating themselves to something for seasonal events or just to get into the spirit; or gifts for their loved ones.

With a range of gorgeous jewellery from silver to bold gold, colourful gemstones to sparkling diamonds; and from gift ideas under $50 to extraordinary gifts for their nearest and dearest – we have just what our customers are looking for to Make their Christmas!

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5 targeted emails per week, sent to 830,169 customers. Messaging is developed for our different customer types to keep them engaged - i.e. bridal, loyalty members etc.

Media Overview

Social media posts across Facebook, Instagram and Pinterest featuring our product. up-close and on people.

Paid advertising across social media and online will also promote our campaign message and campaign KVL’s, via 3 channels:

4x 15sec, 1 x 30sec, 1 x 60 sec national TV ads played throughout our Christmas campaign. Please view these below through the youtube link or QR code, they were shot in Arrowtown New Zealand and are truly something special. Song: Only you, Yazoo.

32 page in-store catalogue for November inspiring people to find the perfect, thoughtful gift for everyone on their list, 8 page in-store catalogue for December the perfect gift guide for those last minute presents. Brilliance Gif Guide 20 page gift guide mailed directly to top Vrilliance Members’ mailboxes.

Digital Social/VideoShowcasing our ads on the

largest digital platform, Facebook, Instagram.

and YouTube.

Digital SearchEnsuring we are at the top of the list for any jewellery, gifting, or bridal searches.

Digital DisplayServing adverts to millions of customers as they are

browsing websites. browsing websites.

View our Christmas TV by scanning the QR code.

Digital Social/video Showcasing our ads on Tik Tok, Snapchat & Pinterest.

browsing websites.

PROMO PACK 7

PRChristmas Media and Influencer Kits

• To build/strengthen our relationship the media and influencers, we are sending out 20x MH branded advent calendars to key fashion and lifestyle media and influencers.

• The branded Advent Calendars will be themed in our Christmas creative and include 4x jewellery items, as well as other exciting pieces such as cookies, bubbles, hand creams and candles.

• Media and influencers are often targeted from various businesses during this time so we are hoping these exciting advent calendars will help cut thought the clutter so our brand can really stand out and leave a lasting impression.

• We are hoping to also generate organic coverage off the back of this and build excitement in the lead up to Christmas.

Influencers

• Working with a range of influencers for our Connect articles as well as social and EDM sharing around Christmas gifting and party season styling.

Media Release sendout

• Media release send out to the lifestyle and fashion press, detailing our new products and gift ideas for Christmas to gain free press and appear in Christmas gift guides.

Media Partnerships

• For the Christmas season, we are partnering with Mamamia and News.com.au to promote our gift ideas.

• Our partnership with Mamamia includes an advertorial, display ads, and social features• Our partnership with News.com.au includes a specialised article as well as display ads. • Media partnerships are important, especially during this busy period as it provides

guaranteed coverage.

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Making the most of our known customer base this Christmas

The role of our loyalty program is to create customer lifetime value, ensuring Michael Hill is always the first choice for jewellery buying.

We use the information our customers share with us as members of the program, to personalise their experience and influence their purchasing behaviours, those being: 1. Ensuring MHJ # 1 brand on their shopping list 2. How often they purchase 3. How much they spend 4. What products they buy

Our Brilliance Loyalty Program, now with over 900K members, provides a significant opportunity to grow your business this Christmas/Holiday season, through the following initiatives for November.

• The Christmas Shopping Events• CEO XMAS Gift• (Direct Mail) Seasonal Gift Guide

Overview Loyalty Initiatives/Communications - November

EventsThis is subject to confirmation at the time of print, please refer to your Regional Managers for more information.

PROMO PACK 9

The Christmas Shopping Events

This year, we will make the most of this customer base launching Christmas/Holidays to our membersfirst with The Christmas/Holiday Shopping Events.

What is The Christmas Shopping Event?

This activity provides you with an opportunity to host your loyalty customers in-store to launch the Christmas campaign and showcase the new collections.These events also provide additional value for our program members, beyond the core program rewards.

What does this mean for you?

All stores will host this event over a 4 day period between Thu Oct 28 to Sun Oct 31st.

What is the value proposition and why should my customers attend?There will be a very special offer, and limited time only activation live during the event period.

Offer15% off any FP or Member Price purchase – including all XMAS KVLs will be active during this time. • The offer is available via redemption, and a COUPON CODE will be provided.• The offer is also redeemable online.• To qualify for the offer, customers need to join the program, or be an existing Michael Hill

Brilliance program member.

Activation

As an added hook, any member that makes a purchase during the 4 day event, will go into the draw to WIN A PAIR OF LAB CREATED STUD EARRINGS* Valued at AU$4999 / NZ$5499 / CA$4999.

• There is 1 competition and 1 prize per market. • Please ensure your members contact information is correct against their profile, to ensure

they are in with a chance to win.

*Terms and conditions will be available at michaelhill.com.au / .co.nz / .ca/win

What do I have to do?

• Begin distributing your (Print) Invitations as soon as you receive them, and begin to book your appointments for the event period. Use the invitations as a tool to nurture prospects and active leads.

• The event experience in-store is self-managed. • A tool kit will be provided to assist you activate a branded experience.

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What support will I receive?

• Print Invitations will arrive in store from Tuesday October 12th. You are welcome to begin distributing immediately.

• eDM Invitations will be sent to Loyalty Members from WB11/10th. Members will be encouraged to RSVP via appointment booking.

• eDM Reminders will be sent WB25/10 closer to the event, to those yet to respond. These comms will include reference to the exclusive offer available only during the Event.

• Phone Hot Lead lists will be made available to stores from 21/10 containing qualified opportunities associated to your store. These lists will contain a very limited number of members, that have a higher chance of converting to a purchase during this period. Inviting them to your event might just help them across the line!

• Digital media support will be in market WB25/10 to amplify the activity and drive customers to store.

Further to the media support, store screen content will be provided with content relative to the events played in rotation throughout the 4 day event.

I’ve got questions – who can I speak too?For technical enquiries including member price, and offer redemption, please contact the Service Desk. For customer enquiries, please direct to Customer Service at [email protected] / co.nz / .ca.

PROMO PACK 11

CEO XMAS Gift

Surprising and delighting our members with no strings attached.

For the very first time, our Top 40 most valuable Loyalty Members, will receive a very special gift from the CEO, thanking them for their loyalty Michael Hill this year.

The audience for this activation was determined through Segmentation, analysis and profiling. They will each receive a 0.25 carat Fenix Laboratory Created Diamond pendant and a personalised letter from the CEO on behalf of the brand.

These will be sent to members in late October.

SAMPLE

NOT FINAL ART

(Direct Mail) Seasonal Gift Guide

Insights from Brilliance data is helping us align marketing investment to our most profitable customers – getting more of them back to your store.

In all markets, a selection of our highest value, and highest potential value members, who are contactable by mail, will receive an exclusive and bespoke Seasonal Gift Guide, which features a curated selection of the very best of Michael Hill jewellery, services and brand.

This seasonal activation is designed as an additional touch point with our most valuable customers - and is due to arrive in letterboxes from Fri Oct 22.

If you have any further questions on the Michael Hill Brilliance program, please contact the Loyalty Team at [email protected] and we’ll get back to you within 24 hours.

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Let’s Make your Christmas

Win $1000 towards your Celebration Fund from Marketing!

There are 2 categories to aim for over the Christmas period.

Best Executed VM Highest % Loyalty Sales

Overview of incentives:

Best Executed VM (100% Compliance)

• VM to be executed to Guide, including November Campaign, Click Frenzy, Black Friday & December windows and in-store.

• Entrants must be compliant to process timelines and submit images via VM app • Judging will take place in January and consider the entire period of activity • 1x $1000 Fund Prize per Country AU, NZ, & CA • Total Prize value $3000

Highest % Loyalty Sales

• For the period Mon Oct 25- Fri Dec 24 2021. • As measured by Loyalty > Brilliance Sign-Up Report in RM Dashboard. • 1x $1000 Fund Prize per Country AU,NZ & CA • Total Prize value $3000

NB. Stores can only win a total of 1 prize

For questions on this incentive, please contact the Retail Operations team.

PROMO PACK 13

Michael Hill ConnectedMichael Hill Connected, is our online hub that keeps you sparkling, with styling tips, gifting inspo, expert advice, and sneak peeks. It’s a space where you can connect with Michael Hill and enjoy all things jewellery. Read our latest article here: https://www.michaelhill.com.au/connected.html

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25th October- 24th December 2021 Christmas Campaign • 32 Page Catalogue- November• 8 Page Catalogue- December

27th October 2021 Upload to VM app

28th October- 31st October Member Event • 15% off member price in-store and online

8th November - 14th November 2021 Click Frenzy• 50% off^ Silver• 25% off^ Gems

15th November-29th November 2021 Black Friday Sale • 50% off^ selected silver • 25% off^ selected gems• 15% off^ selected diamonds & gold

27th November- 29th November 2021 Take a further 10% off Black Friday Sale

30th November- 5th December 2021 Cyber Monday • 10% off member (member only)

30th November- 24th December 2021 Gift with Purchase when you spend $299+

Campaign Timeline

Up-coming Campaign Dates

25th December- 16th January 2022 Sale

17th January- 13th february 2022 Valentine’s Day

PROMO PACK 15

CatalogueNovember- 32 Page in-store 2021 Catalogue

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Packaging- Gift Cards

Separate to your POS and VM deliveries, a packaging suite will be sent to all stores to align other campaign assets.

This years packaging suite contains: • Tissue paper• Bag Tags• Gift Bags• Ring box sleeves• Pendant box sleeves

PROMO PACK 17

Gift with Purchase- December

This year we have a gift with purchase for the month of December, however this year it isn’t just for members it’s available to all customers when they spend $299 of more in-store and online. It will come pre-packaged in a beautiful sleeve and box to align with the rest of the campaign. Available from 30th November-24th December 2021. The GWP will also be displayed on a stand next to your POS.

Please scan the GWP or they won’t be replaced. Terms & Conditions Gift with Purchase

† Free silver cubic zirconia pendant with chain (SKU 18352528) available with purchase to Michael Hill online customers when you spend $299 or more in one transaction between 12:01AM (NZDT) Monday 29th November 2021 – 11:59PM (NZDT) Friday 24th December 2021 online and instore. Limited to 1 x pendant per customer – no exchange available. Limited quantities, while stocks last. Excludes purchases of gift vouchers, Professional Care Plan and items purchased on layby or special order. Applicable refunds or credit notes provided will only reflect the purchase price of the item purchased as displayed on the receipt, rather than the purchase price and value of the gift. Available at michaelhill.co.nz only. The offer is subject to our General Terms and Conditions and Delivery, Returns and Privacy policies, and Brilliance Membership terms which are available online at www.michaelhill.co.nz/privacy, www.michaelhill.co.nz/customer-service and https://www.michaelhill.co.nz/brilliance.html

GWP Barcode

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POS Instructions-November

Please use the lists when checking off your POS, beside each POS element a check box has been added to assist the team when unpacking.

Please ensure all previous campaign collateral has been removed and discarded at the end of each campaign.

There is no A3 Posters or VM cards for this campaign, VM props will replace this, please refer to your VM packs for further instruction.

Stores will receive updated POS for December as Click Frenzy and Black Friday will have POS elements which will replace some of your Christmas elements in the promotional dates. Please keep an eye out on the Retail Calander for any updates regarding these promotions.

PROMO PACK 19

POS - 1st Gen Stores Checklist

POS SPECS QUANTITY

LARGE TRANSACTIONAL POSTERS 1500 X 700 1 PER STORE

BRIDAL WINDOW POSTERS 495 X 806 1 PER STORE

HANGING POSTERS TRANSACTIONAL 1495 X 445 1 PER STORE

HANGING POSTERS BRIDAL 1495 X 445 1 PER STORE

WALL DISPLAY POSTERS (SET OF 3) 723 X 404 1 SET PER STORE

BLACKBOARD POSTERS 423 X 717 1 PER STORE

NEWNESS CARD 127 X 92 1 PER STORE

TENT CARDS HERO - SPECIFIC 40 X 60 2 SETS PER STORE

SILVER DISPLAY BACKING POSTERS 340 X 223 1 PER STORE


SILVER DISPLAY BASE BOARD 670 X 175 1 PER STORE

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POS - 1st Gen StoresPOS allocations will be broken down further by store type in the VM pack.

Hanging Poster Bridal

Hanging Poster Transactional

KVL Tent Cards

Wall Display 1 Wall Display 2 Wall Display 3

1st GenTransactional Poster

PROMO PACK 21

POS - 1st Gen Stores

Blackboard Poster

Newness Card

Bridal Window Poster

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POS - Beige Stores Checklist

POS SPECS QUANTITY

BEIGE FEATURE POSTER 785 X 885 1 PER STORE

LIGHTBOX POSTERS (SET OF 3) 785 X 885 1 SET PER STORE

PIZZABOX POSTERS (SET OF 3) 850 X 890 1 SET PER STORE

BEIGE TRANSACTIONAL POSTER 737 X 450 1 PER STORE

BEIGE BRIDAL POSTER 737 X 450 1 PER STORE










PROMO PACK 23

POS - Beige Stores


Pizza Box 1 Pizza Box 2 Pizza Box 3

Light Box 1 Light Box 2 Light Box 3

Blackboard Poster



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POS - Beige StoresKVL Tent Cards

Newness Card Feature Wall Poster

Beige Bridal Poster Beige Transactional Poster

PROMO PACK 25

POS - Glass Stores Checklist

POS SPECS QUANTITY










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POS - Glass Stores

Newness Card




Blackboard Poster

PROMO PACK 27

POS - Glass Stores

KVL Tent Cards

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POS - Table Stores Checklist

POS SPECS QUANTITY

A3 POSTERS - TRANSACTIONAL 297 X 420 1 SET PER STORE

A3 POSTERS - BRIDAL 297 X 420 1 SET PER STORE










PROMO PACK 29

POS SPECS QUANTITY

A3 POSTERS - TRANSACTIONAL 297 X 420 1 SET PER STORE

A3 POSTERS - BRIDAL 297 X 420 1 SET PER STORE










POS - Table Stores

Newness Card




Blackboard Poster

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POS - Table StoresKVL Tent Cards

PROMO PACK 31

In-store TicketsPlease see the example tickets all stores will be receiving in their head office packs and follow best practice guidelines. Please note November/ December tickets will arrive in-store week starting 11th of October 2021.

Please note TENT CARDS will be supplied in a new design. Double sided tape has been applied to the tent card to allow stores to stick the card to display props.

(Please see pricing best practice document which will be sent to stores separately)

• November/ December (Eggplant)

• Clearance (Yellow)

Note: the below is an EXAMPLE ONLY.

PLEASE FOLLOW YOUR TICKETING BEST PRACTICE FOR COMPLIANCE

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Key Volume Lines - November/December

DESCRIPTION:10kt gold 15mm hoop

earrings10kt gold 19cm belcher

fob bracelet10kt gold threader

earrings

SKU: 18245813 18281934 18248296

RETAIL PRICE: $379 $749 $159

GO PRICE: $199 $429 $119

APPEARING IN POS, CATALOGUE, EDM, DIGITAL & TV AD

POS, CATALOGUE, EDM, DIGITAL & TV AD


SELLING POINTS

Every gold wardrobe needs a pair of these

perfect staple earrings. Great for layering for the

multi-pierced ear!

An on trend look for a smashing price!

Threader earrings are all the rage for those who love to keep on

trend.

PROMO PACK 33

Key Volume Lines- November/December

DESCRIPTION:

Created sapphire‡, diamond & s.silver

bracelet

Created sapphire‡, diamond & s.silver ring

3 set s.silver, pearlº & cubic zirconia earrings

SKU: 18300307 18277548

18062465- Black Pearl 18062465-Cubic

Zirconia18062465-Pearl

RETAIL PRICE: $1,599 $279 $79

GO PRICE: $799 $179 $49




SELLING POINTS

Wear this gorgeous royal sapphire

bracelet to bring a bold statement to the

evening.

Pair this with the matching bracelet for

the complete look.

Classic earring set, perfect for gift giving!

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DESCRIPTION:

10kt gold 30mm engraveable bar

necklace

0.50 carat◊ of diamonds & 10kt gold huggie

earrings

0.50 carat◊ diamond solitaire & 10kt gold stud

earrings

SKU: 18271010 18284973 18252613

RETAIL PRICE: $329 $999 $1,299

GO PRICE: $169 $599 $649




SELLING POINTS

Have this necklace engraved for that

extra special gift for someone special in

your life.

Versatile and two looks in one! Add some

sparkle by wearing one way or tone down the look and wear these

the other way.

These are the perfect gift for someone

that says ‘I have no idea what to buy’. An

essential part of every wardrobe.

PROMO PACK 35


DESCRIPTION:S.silver 19cm padlock

braceletS.silver pendant with

chain

S.silver & cubic zirconia pendant with chain

SKU: 18188769 18131444 18131635

RETAIL PRICE: $139 $69 $79

GO PRICE: $109 $69 $79




SELLING POINTS

Classic and timeless, this padlock bracelet

will never lose it’s shine.

Pair this with the matching heart studs to complete the look.

Circle Necklace, with no beginning and no end representing an

everlasting love or the never ending bond you

share.

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DESCRIPTION:

Cubic zirconia & S.silver north star pendant with

chain

Cubic zirconia & S.silver north star bracelet

S.silver & cubic zirconia north star studs

SKU: 18181609 18354263 18181562


GO PRICE: $99 $59 $19




SELLING POINTS

Layering is all the rage now, so why not add this to the matching

earrings for that perfect gift.

Elegant and simple, perfect for gift giving.

These go hand in hand with the matching

north star necklace. A lovely gift for someone

at an amazing price.

PROMO PACK 37


DESCRIPTION:Cubic zirconia & s. silver snowflake stud earrings

S.silver heart stud earrings

Cultured freshwater pearlº & s. silver

earrings

SKU: 15710765 16350243 18131543


GO PRICE: $15 $15 $45




SELLING POINTS

Snowflakes are unique and beautiful, for that

unique person.

Simple and yet a great addition to any ward-

robe.

Classic pearls with a festive snowman to

get into the Christmas spirit!

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DESCRIPTION:S.silver & cubic zirconia

tri star earringsS.silver & cubic zirconia

earringsCubic Zirconia & s.silver

infinity necklace

SKU: 18131604 18233414 18300291


GO PRICE: $39 $39 $75




SELLING POINTSMake a statement with

these star studs!

Fun Christmas earrings for those who love to celebrate all month

long.

A simple yet classic symbol of endless love. A dainty piece that can be dressed up or down.

PROMO PACK 39


DESCRIPTION: S.silver hoop earrings S.silver & cubic zirconia infinity earrings

Diamond & s.silver pendant no chain

SKU: 18100532 18297447 18062113


GO PRICE: $59 $15 $169




SELLING POINTSA perfect staple piece

for any wardrobe.

Pair this with the matching necklace for

a simple yet classic symbol of endless love.

The perfect accessory by day or night, sym-bolising hopes and

dreams.

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DESCRIPTION:Diamond & s.silver

pendant no chain

1 carat◊ of diamonds & 10kt gold bangle

0.50 carat◊ of diamonds & s.silver

hoop earrings

SKU: 18062168 18060485 18271133

RETAIL PRICE: $169 $3,299 $549

GO PRICE: $169 $1,899 $349




SELLING POINTS

You will be sure to draw the eye with

much intricate detail in this gorgeous filigree

pendant.

With 1ct of diamonds this stunning bangle

adds the perfect state-ment to your outfit.

Perfect for that eve-ning party to add some

sparkle to your night.

PROMO PACK 41


DESCRIPTION:1.25 carat◊ of diamonds

& 10kt gold ring

0.50 carat◊ of diamonds & 10kt gold

ring

SKU: 18060850 18246278

RETAIL PRICE: $2,499 $700

GO PRICE: $1,499 $700



SELLING POINTS

A beautiful bold statement ring with stunning intricate

details.

At a total half carat of diamonds you cannot go wrong for this low

price.

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POS Instructions-Black Friday

Please use the lists when checking off your POS, beside each POS element a check box has been added to assist the team when unpacking.

Please follow your VM pack for instructions around Black Friday decals, you will be sup-plied with Blackboard Poster and store screens to support this offer.

PROMO PACK 43

Black Friday POS

Blackboard Poster 1st GenTransactional Poster

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Colouring in CardsThis Christmas we want to ensure all the Mum’s and Dad’s find the perfect gift for their loved ones, It can be a challenge, especially with the kids in tow.

We have come to the rescue with an activity that the kids can do in-store while their parents look at all our beautiful jewellery. You will receive printed colouring in cards and pencils to pass out to the kids to colour in, you can use the chairs that are in-store so they have a place to get creative. They then can carry these home in the gift bags, if they havent had time to colour, they can take it home and possibly gift it on Christmas Day.

PROMO PACK 45

Team Member ChecklistIt is the responsibility of each staff member to read through the promo packs and familiarise themselves with each promotion. To help store managers to keep a track of this please sign and print your name and date when you completed reading the promo pack.

TEAM MEMBER’S NAME PRINTED TEAM MEMBER’S SIGNATURE DATE READ

25th october- 24th december 2021 new zealand

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